GHD CLOSES A SECOND YEAR WITH SOLID GROWTH DESPITE THE CHALLENGING CONTEXT
The leading premium professional hair tool company – ghd (good hair day) – today reports an end of year growth figure of +3.4%, despite adverse trading conditions in the final 4 months of its financial year. ghd reported stellar sales in the year up to February 2020, boasting double digit growth of +13.5% year on year, prior to the impact of COVID-19.
How They Did It
Continued innovation and strong performance in existing and new product categories contributed greatly to the business’ success. ghd, known for its professional award-winning stylers, entered the hot brush category in 2019 with the launch of the sell-out ghd glide professional hot brush which tames and smooths hair quickly and effortlessly. Having not innovated in the drying category since 2012, ghd launched the ghd Helios professional hairdryer, the light weight hairdryer that drastically cuts down drying time and gives +30% more shine. And without forgetting the salons, ghd Oracle – the revolutionary tool that provides endless curls in one pass – launched exclusively in the professional channel in July 2019.
A strong digital strategy ensured continued growth opportunities once the impact of COVID-19 began to take hold globally. With customers around the world turning to digital and social media platforms during lockdown, ghdhair.com showed triple digit growth in the last quarter of the fiscal year ending June 2020, with the help of the professional stylists, educators and influencers creating valuable educational content.
Transforming The Business
Jeroen Temmerman, ghd CEO said “we have transformed the business in only one year with real innovation and omni-channel model; but always respecting and embracing the professional roots of the brand. Adapting to Covid-19 and implementing a digital first strategy, supported by global influencer partnerships, has enabled us to deliver growth and value to the consumer, during a difficult time.”
For more info on the brand, visit ghd here.